Brandwave

Nutella vs Rigoni di Asiago:Which is more popular?

In September 2026, Nutella had more branded searches than Rigoni di Asiago among chocolate spreads worldwide. Nutella had about 1.2 million branded searches, while Rigoni di Asiago had 52,600. Nutella made up 47.4% of all chocolate spread searches we track, and Rigoni di Asiago accounted for 2%. When we asked ChatGPT and Google AI Overviews about chocolate spreads, Nutella appeared in four of the five answers and Rigoni di Asiago in three. Nutella was mentioned before Rigoni di Asiago in every answer.

Among chocolate spreads worldwide in September 2026

Who do people search for more?

Nutella, about 23 searches for every 1 for Rigoni di Asiago

Nutella 1.2M searchesRigoni di Asiago 52.6K searches

Who does AI mention more?

Nutella, mentioned in 4 of 5 answers, Rigoni di Asiago in 3

Nutella in 4 of 5Rigoni di Asiago in 3 of 5

Who does AI recommend more?

Nutella, named ahead of Rigoni di Asiago in every answer

Nutella first in 3Rigoni di Asiago never first

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Top chocolate spreads in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nutella was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Rigoni di Asiago was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Nutella was listed before Rigoni di Asiago in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Nutella1st
  2. Bonne Maman2nd
  3. Rigoni di Asiago3rd
  4. Lindt–
  5. Hershey's–
  6. Cadbury–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Nutella4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bonne Maman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rigoni di Asiago3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lindt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hershey's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cadbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about chocolate spreads

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Nutella or Rigoni di Asiago more popular in search?

This chart shows how often people search Google for Nutella and Rigoni di Asiago by name. Each line represents a brand's share of searches for all six chocolate spreads we track, month by month, from English-language searches worldwide.

Nutella and Rigoni di Asiago among chocolate spreads worldwide, by month

Share of searches by month for Nutella, Rigoni di Asiago. The figures are in the table below the chart.

View monthly share of searches table
MonthNutellaLindtHershey'sCadburyRigoni di AsiagoBonne Maman
Oct 202540.3%27.2%18.2%12.2%2.1%0.06%
Nov 202526.8%32.7%12.1%26.8%1.6%0.04%
Dec 202529.6%44.5%13.4%10.9%1.6%0.06%
Jan 202637.9%31.2%17.1%11.4%2.3%0.06%
Feb 202649.1%22%14.8%12%2%0.06%
Mar 202635.8%35.8%13.2%13.2%1.9%0.05%
Apr 202639.5%32.4%14.6%11.9%1.6%0.04%
May 202647.4%21.4%17.5%11.7%2%0.04%
Jun 202646.3%20.9%17.1%14%1.6%0.05%
Jul 202644%24.2%16.2%13.3%2.2%0.04%
Aug 202644.8%20.2%16.6%16.5%1.9%0.04%
Sep 202647.4%21.4%17.5%11.7%2%0.05%

How has the Nutella and Rigoni di Asiago comparison changed over the last 12 months?

3 findings
  • Nutella was ahead of Rigoni di Asiago in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Nutella’s share of searches among chocolate spreads worldwide moved from 40.3% to 47.4%, and its estimated monthly branded searches held steady at 1.2M.
  • Across the 12 months ending September 2026, Rigoni di Asiago’s share of searches among chocolate spreads worldwide moved from 2.1% to 2%, and its estimated monthly branded searches moved from 64.3K to 52.6K.

How did search popularity change for chocolate spreads worldwide in September 2026?

2 changes

  1. In September 2026, Nutella gained share of searches among chocolate spreads worldwide, from 44.8% to 47.4%.

  2. Estimated monthly branded searches for Rigoni di Asiago worldwide fell 18.2% over 12 measured months, from 64.3K to 52.6K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Nutella’s and Rigoni di Asiago’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Nutella

1 branded search term

  • nutella

Rigoni di Asiago

2 branded search terms

  • nocciolata
  • rigoni di asiago

How the Brand Demand Index is measured

Other head-to-heads among chocolate spreads

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